Episode Summary: Think Fast Talk Smart – Episode 215: The New Media Landscape: Trust, Transparency, and Transformation

Release Date: July 10, 2025

In Episode 215 of Think Fast Talk Smart: Communication Techniques, host Matt Abrahams engages in a compelling conversation with Richard Edelman, President and CEO of Edelman, a renowned global communications and marketing firm. This episode delves deep into the evolving landscape of media, the critical role of trust and transparency in communication, and the transformative impact of technology on organizational messaging.

Introduction to the Guest and Topic

Matt Abrahams opens the episode by introducing Richard Edelman, highlighting his expertise and the significance of the Edelman Trust Barometer—a pivotal annual survey assessing trust and credibility across various global institutions.

Matt Abrahams [01:10]: "Today I look forward to speaking with Richard Edelman... Richard is widely recognized for his thought leadership in marketing and PR, focusing on corporate trust, brand reputation, and social responsibility."

The Evolution of Trust in Business

The conversation begins with an exploration of how trust has transformed in the business realm over the past decade. Edelman emphasizes that trust has become the cornerstone for institutions, noting significant shifts in public perception and the dynamics of trust dissemination.

Richard Edelman [03:23]: "Trust has become the central proposition for institutions in the last 25 years... Now business is the most trusted institution among the head of government, business, and NGOs because it's the only one both competent and ethical."

Key Developments Identified:

1. Loss of Belief in Leaders: A growing skepticism towards leaders, with two-thirds of people believing that leaders lie.
2. Horizontal Trust Dissemination: Trust is now often shared among peers, friends, and family rather than solely top-down.
3. Localized Trust: Increased trust within personal companies and direct communications like CEO messages.
4. Dominance of Business Institutions: Businesses are increasingly seen as competent and ethical, surpassing other institutions in trustworthiness.

Rebuilding Trust After a Breach

Matt probes into strategies for individuals and managers facing significant breaches of trust. Edelman underscores the importance of acknowledgment, transparency, and actionable steps to restore credibility.

Richard Edelman [04:37]: "It's really important that you acknowledge and show a path to fixing it... Tell people how it happened, why it happened, and what you're doing to fix it, and show proof that it's fixed."

Edelman’s Core Advice:

• Acknowledge the Breach: Openly recognize the issue without defensiveness.
• Communicate Clearly: Explain the circumstances and the steps being taken to rectify the situation.
• Demonstrate Follow-Through: Provide tangible evidence that corrective measures have been implemented.

The Rise of Personal Branding and Social Media for Leaders

The discussion shifts to the increasing expectation for leaders to establish a personal brand and act as social media influencers. Edelman offers nuanced insights into how CEOs can effectively build trust and credibility online.

Richard Edelman [05:51]: "For CEOs, it's more appropriate to communicate through LinkedIn or short-form YouTube captures of your remarks at corporate events... People want to see the person's more true self."

Strategic Recommendations:

• Choose Appropriate Platforms: Utilize professional networks like LinkedIn for official communications and platforms like YouTube for more personal interactions.
• Authentic Engagement: Share substantial content beyond sound bites to convey genuine personality and values.
• Media Diversity: Engage with various media forms to reach a broader audience and build a multifaceted presence.

Shifting Media Channels and Communication Strategies

Edelman discusses the transformation in media consumption and how organizations must adapt their messaging strategies to align with diverse media ecosystems.

Richard Edelman [06:56]: "Mainstream media is insufficient now. You have to talk to creators, podcasters, and this new ecosystem of people who are podcasters and otherwise."

Emerging Media Trends:

• Frequent and Longer-Form Content: Audiences are favoring more in-depth and regular content updates.
• Multi-Tiered Media Personalities: Engagement spans from real personalities and intellectuals to versatile media creators.
• Lifestyle-Oriented Content: Integration of communication strategies with lifestyle media akin to shows like "Good Morning America."

Strategic Communication Insights:

• Target Diverse Media Levels: Develop tailored messages for different media tiers to maximize reach and impact.
• Leverage New Media Creators: Collaborate with podcasters and digital creators to harness their established audiences.
• Integrated Media Approach: Combine social media initiatives with mainstream media outreach for comprehensive coverage.

The Impact of AI on Organizational Communication

Addressing the ubiquitous topic of artificial intelligence, Matt and Edelman explore both the opportunities and challenges AI presents for communication strategies within organizations.

Richard Edelman [08:32]: "ChatGPT helps me in 10 minutes to write the blog. The productivity is stunning... We're still trying to figure out, does it change our organizational structure? Does it change our workflows?"

Opportunities with AI:

• Enhanced Productivity: AI tools can significantly expedite content creation and streamline communication processes.
• Content Generation: Assist in drafting initial versions of communications, allowing for quicker turnaround times.

Challenges and Concerns:

• Organizational Adaptation: Determining how AI integration affects existing structures and workflows.
• Trust Implications: Ensuring AI-generated content maintains authenticity and reliability.

Edelman cautions against treating AI outputs as final products, emphasizing the necessity of human oversight.

Richard Edelman [09:22]: "It's a first draft of history... It should not be your final draft."

Essential Qualities for Future Leaders in Communication

Drawing from his extensive experience, Edelman outlines the pivotal qualities and skills that upcoming leaders should cultivate to navigate the complex communication landscape effectively.

Richard Edelman [09:48]: "Be a citizen of the world... expose your thinking to those who have fundamentally different approaches... it makes you broader."

Key Qualities Identified:

1. Global Perspective: Embracing diverse cultures and viewpoints to inform comprehensive communication strategies.
2. Openness to Diverse Influences: Engaging with various fields and disciplines to foster innovative thinking.
3. Adaptability and Broad Thinking: Moving beyond narrow, analytical approaches to incorporate a wider range of solutions.

Admired Communicators and Their Traits

When asked about communicators he admires, Edelman highlights figures like Howard Schultz of Starbucks, praising their ability to communicate a compelling vision and maintain ethical standards.

Richard Edelman [15:05]: "Howard Schultz... do what you do well and do it affordably... they talk in a way that makes you want to follow."

Attributes of Admired Communicators:

• Big-Picture Thinking: Focused on overarching goals and values rather than narrow business metrics.
• Inclusive and Ethical Communication: Prioritizing ethical considerations and inclusive practices in messaging.
• Inspirational Leadership: Communicators inspire trust and loyalty through their values and actions.

Three Ingredients for Successful Communication

In closing, Edelman shares his "communication recipe" comprising three essential ingredients that foster effective and trustworthy communication.

Richard Edelman [16:41]:

1. Action Builds Trust: "If you don't do something, you can't talk about it."
2. Speak Broadly: "Talk to your employees first and then talk to other stakeholders so inside out."
3. Inclusive Communication Channels: "Employees have to talk... inclusion of various media forms from creators to podcasters to mainstream."

Summary of Ingredients:

1. Action-Oriented Communication: Demonstrating genuine efforts and initiatives to back up verbal commitments.
2. Internal to External Messaging: Prioritizing communication within the organization before addressing external audiences.
3. Diverse Media Engagement: Utilizing a wide array of media platforms to disseminate messages effectively.

Conclusion

Episode 215 of Think Fast Talk Smart offers a profound exploration of the intricate relationship between trust, media evolution, and communication strategies in today’s dynamic environment. Through Richard Edelman’s insights, listeners gain a deeper understanding of how to navigate the challenges of rebuilding trust, leveraging new media channels, and incorporating technological advancements like AI to enhance organizational communication. The episode serves as an invaluable resource for professionals seeking to elevate their communication skills and build stronger, trust-based relationships in both personal and professional spheres.

Notable Quotes:

• Richard Edelman [03:23]: "Trust has become the central proposition for institutions in the last 25 years."
• Richard Edelman [04:37]: "Tell people how it happened, why it happened, and what you're doing to fix it, and show proof that it's fixed."
• Richard Edelman [05:51]: "People want to see the person's more true self."
• Richard Edelman [09:22]: "It's a first draft of history... It should not be your final draft."
• Richard Edelman [16:41]: "Action builds trust... Speak broadly... Inclusion of various media forms."

Additional Resources:

For further exploration on trust in communication, listeners are encouraged to check out Episode 156 featuring Jamil Zaki and access the Edelman Trust Barometer through Edelman’s website.

Produced by Ryan Campos. For more episodes and insights, subscribe to Think Fast Talk Smart on your preferred podcast platform and join the conversation at fastersmarter.io.